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Introduction: Top 7 Mistakes Sellers Make in Amazon PPC (and How to Fix Them)
“You don’t have a budget problem, you have a structure problem.”
As an Amazon seller, managing PPC campaigns can feel overwhelming at times. With endless variables to optimize and results to analyze, it’s easy to fall into the trap of thinking that a higher budget will solve all your problems. But often, the real issue is not how much you’re spending — it’s how you’re structuring your campaigns.
In this blog, we’ll cover the seven most common mistakes sellers make with Amazon PPC, and most importantly, how to fix them to start maximizing your ROI.Mistake #1: No Campaign Structure
One of the biggest blunders we see is sellers not having a clear campaign structure. Without a proper framework, it’s impossible to accurately track performance or optimize effectively.
Fix It: Build campaigns around specific product categories, targeting, or business objectives. For example, separating campaigns for brand awareness, product launches, and direct sales helps you focus on what’s driving results. Grouping similar products together into well-structured ad groups allows for better keyword targeting, budget allocation, and performance monitoring.
Mistake #2: Ignoring Long-Tail Keywords
Many sellers overlook long-tail keywords, opting to target broad search terms. While these broad keywords may get a lot of traffic, they are often less targeted and more expensive.
Fix It: Long-tail keywords, although less competitive, can be more cost-effective and drive highly qualified traffic. They may not have the same search volume as broader keywords, but they convert better because they meet specific customer intent. For example, instead of bidding on “phone cases,” consider targeting more specific terms like “durable iPhone 12 leather case” for a higher conversion rate.
Mistake #3: Overbidding on Low-Converting Terms
Many sellers overspend on terms that are not generating conversions. This results in unnecessarily high ACOS (Advertising Cost of Sale) and wasted ad spend.
Fix It: Monitor your campaigns regularly and pause or reduce bids for underperforming keywords. Pay attention to your keyword performance metrics and only bid aggressively on keywords that are converting well. Use tools like Amazon’s search term report to identify these low-converting keywords and adjust your bids accordingly.
Mistake #4: No Use of Negative Keywords
Not using negative keywords can be a costly mistake. Running ads for irrelevant or poorly performing search terms can drain your budget without delivering any value.
Fix It: Regularly review your search term reports and add irrelevant or low-performing terms to your negative keyword list. For example, if you’re selling luxury handbags, you may want to exclude search terms like “cheap handbags” or “fake handbags.” This will ensure your ads only show to customers who are truly interested in your product.
Mistake #5: Setting and Forgetting Campaigns
Amazon PPC is not a “set it and forget it” process. Many sellers create campaigns and leave them running without analyzing or optimizing them regularly. Over time, this leads to inefficient ad spend and missed opportunities.
Fix It: Schedule weekly or bi-weekly check-ins to analyze your campaign performance. Adjust bids, tweak targeting, and test new keywords. Keep optimizing to ensure you’re maximizing the potential of your PPC campaigns and keeping costs under control.
Mistake #6: No A/B Testing
Without A/B testing, you can’t be sure which ads or strategies are delivering the best results. Whether it’s testing ad copy, product images, or bidding strategies, A/B testing allows you to make data-driven decisions.
Fix It: Run A/B tests on different aspects of your ads. For instance, test two different headlines for your Sponsored Brand ads to see which one generates more clicks and conversions. Use the results to refine and optimize your campaigns for better performance.
Mistake #7: Focusing on Impressions, Not Conversions
Focusing solely on impressions can be misleading. While high impressions may seem like a success, if those impressions don’t translate into clicks or conversions, you’re wasting money.
Fix It: Instead of focusing on just impressions, track your conversions and the ACOS for each campaign. Aim to increase your conversion rate, which means more efficient spending and higher profitability. Concentrate on targeting customers who are ready to buy, rather than just showing up in search results.
Conclusion:
Avoiding these common Amazon PPC mistakes can be the difference between wasted budget and profitable growth. By improving your campaign structure, targeting the right keywords, and constantly optimizing your approach, you can dramatically increase conversions and reduce ACOS.
However, PPC management requires expertise, time, and continuous effort. At eSellersLab, we specialize in optimizing Amazon PPC campaigns to ensure you get the best possible results.
Don’t leave your PPC success to chance!
Let our experts help you reduce ACOS and boost your sales. [Request a Free Audit Now] and take the first step toward maximizing your ROI with our proven strategies.
